Understanding The Relationships Of Program Satisfaction, Program Loyalty And Store Loyalty Among Cardholders Of Loyalty Programs

• المؤلفون الرئيسيون: Omar, Nor Asiah, Abd. Aziz, Norzalita, Nazri, Muhamad Azrin
• التنسيق: مقال
• اللغة: English
• منشور في: Asian Academy of Management (AAM) 2011
• الموضوعات: HD28-70 Management. Industrial Management
• الوصول للمادة أونلاين: http://eprints.usm.my/36556/1/AAMJ_16.1.2.pdf; http://eprints.usm.my/36556/; http://web.usm.my/aamj/16.1.2011/AAMJ_16.1.2.pdf

Loyalty programs have increasingly attracted interest in both academic marketing research and practice. One major factor that has been increasingly discussed is loyalty. In this study we examine the influence of cardholders' satisfaction on loyalty (program loyalty and store loyalty) in a re...